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How Budweiser Just Won The Superbowl and The Internet

Being knee deep in writing about awesome/unawesome brands for my next book (due out September 2012) I had just submitted my 60,000 word file to my editor of awesome, Shannon Vargo at Wiley.

And then Budweiser Canada farked it all up for me and went and made one of the greatest Superbowl commercials of all-time. I’m already a Bud Light Lime freak and then this happened.

For the 3 people that don’t know, hockey is life in Canada. I don’t even play and it still holds a special place in my heart. You don’t even have to like the sport to love this. When I saw this video today, it connected on a level that most brands try but never ever reach.

You want people to share your brand? Do something awesome like this:

The look on the guy’s face sitting on the ice at the end made me tear-up. This was made for a Superbowl commercial in Canada, but will out last the game itself. That should be the goal of any campaign: make it so awesome that it achieves word-of-perpetual-mouth-motion.

For those that may miss it, these guys play recreational hockey. They aren’t in a pro league, there are never any fans at their games, they do it for the love of the sport.

I was told about the video by a Twitter friend Ameer Khan who was one of the players on the ice! I asked him what he thought of Budweiser now, his reply:

bud has made a connection with me that will last a lifetime. I wasn't my brand of prior. Now with every Bud there's a story.

Now if that isn’t a testimonial to a success for a brand, I don’t know what is.

Well done Budweiser Canada, you win the Superbowl and the Internet.


Many people have commented and tweeted that this is a direct copy of the Improv Everywhere video from 2008:

So, what do you think? Does it change the impact of the new one?

I’ve had campaigns ripped off from past client work, and I hated it. I just hope Budweiser threw them some money, or a truck-ton of beer.

Hopefully someone from them or their agency can comment.

+++UPDATE #2+++

I reached out to ImprovEverywhere and Charlie Todd got back to me and said:

“Thanks for updating your post to reflect our original version of this idea in 2008.

To answer your question, no we were not paid by Bud.  They did not reach out to us at all.

Not the first time a brand has heavily borrowed one of our ideas.  It’s always irritating, but imitation is the sincerest form of flattery.

Here is the link to the video and all the awesomeness that went with it.

How about it Budweiser? Send those guys a case of beer or something? Would be a great gesture to wrap this story of awesome in a pretty bow.